The World
Man of
technical book
The market
The MAn A
high
potent i a l
The market
› It represents about
› With a 11%
15% of beauty market*
yearly increase *
Convenience
› Real benefits
› Save time
With the growing increase for high-quality and multi-tasking products for which they are willing to spend their money.
In salon
› Men enjoy going to a salon as much and sometimes more often than
times in a year** › Men are loyal customers (90% go always to the same stylists)*** › 40% of unisex salon customers are men
› BUT: men go to the salon just to cut their hair
women: 9
2 *Source: Packaged Facts NY (leading provider of market research in consumer goods) ** Source: Mktg e Telematica
*** Source: research Nielsen for Unipro
Italian Lifestyle
A new line dedicated specifically to the male clientele.
An exclusive beauty
and wellness
proposal for men, expression of refinement, elegance and Italian-style.
A complete collection (Color, Care and Styling) to allow hairdressers to fulfill modern men’s desires.
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Services
business Business
oppo r t u n i t i e s
f o r
t h e
s a l o n
Expand the potential of the male target, which is very loyal and has a high frequency of visits to the salon by:
new services in addition to cutting: color, highlights, relaxer and customized massage; › Product sales, because men have a tendency to spend for high quality products. › Offering
By satisfying the more specific needs of the male clientele
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you can double your business!
Color
Mèches
Services
Professional Services
Pro-Age Color Service
Surf Mèches Summer Mèches Flashback Mèches Illuminate Mèches
Straightening
Long Lasting Control Service
Care
Energetic Service Balance Scalp Massage (anti-sebum) Purify Scalp Massage (anti-dandruff) Energy Scalp Massage (anti hair loss)
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Services - Color
Pro-Age Color Service Multi-benefit Service 1 Gray hair camouflage 2 Fiber revitalizing treatment
cover gray hair to look younger. 5 min. (color leave-in) + 5 min. (treatment)
› For those men who want to › Service time:
The products to perform the service UOMO Pro-Age Color Why do we need a specific hair color for men? Men look for progressive results, not total coverage. Color for women does not provide a natural effect on men’s hair because they cover a too high percentage of gray hair, leaving the re-growth effect visible.
Ammonia-free Gel color to cover gray hair in 5 minutes, camouflage hair with an absolutely natural melange effect. › 6 natural nuances: 2, 3, 4, 5, 6 and 7 › It gradually fades avoiding re-growth-showing and color changing › Minor intensity of the yellow reflex compared to the competitors. (See chart below)
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Blueberry Extract: Complex based on Scandinavian Blueberry Extract rich in anti-radicals flavonoids. it prevents fiber degradation. It nourishes the hair leaving it softer, healthy and brilliant.
INTENSITY OF THE YELLOW REFLEX
PRO-AGE TECHNOLOGICAL INNOVATION
BLUEBERRY EXTRACT
How to use: › Mixing ratio 1:1 with Pro-Age Color Activator › Distribute over wet hair with the specific MIDI SPREAD applicator
COMPETITORS PRO-AGE COLOR
Nº OF WASHES
1 Choose the shade to be applied according to the hair’s natural color.
MIDI SPREAD innovative technical tool specifically studied for Pro-Age Color, for comfortable, fast mixing and even application. Very easy to clean after the service.
2
Use the Midi Spread applicator to mix the most appropriate shade of Pro-Age Color with Pro-Age Color Activator, at a ratio of 1:1 and shake.
Services - Color
Step by step
3 Apply at the basin, starting from the frontal area.
4 Continue all over the head, massaging to distribute the product evenly.
5
Leave in place 5 minutes, then rinse thoroughly. Follow with UOMO Energetic Shampoo, applied with a gentle massage.
6 Dry and style.
50 ml / 1.69 Fl. Oz. in pack of 3 pc.
1000 ml / 33.81 Fl. Oz.
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Services - Mèches
Mèches services 4 highlighting services developed specifically for men: Surf – For younger customers looking for a “beach” look ”. Summer – For natural-looking summertime highlights. Illuminate – For those looking for fine, perfectly defined highlights. Flashback – For those with over 70% gray hairs, looking for a fresh, dynamic look.
The products to perform the services Color Wear Evolution tone on tone color without ammonia at its most sublime: Intense and Ultra Luminous Reflects, thanks to extracts of Saffron, Indigo, and Rubbia, plants used to produce rich and glowing color effects in fabrics. Unparalleled Lasting Power, thanks to Tannin, a natural fixative that bonds color to the hair fiber with the same principle used to fix color to the fibers of textiles. Extremely Conditioned and Touchably Soft, thanks to the high concentration of Natural Ingredients in the formula. Available in 43 shades. How to use: select the desired nuance. Blend 60 ml (2 Oz.) of Color Wear Coloring Cream with 120 ml (4 Fl. Oz.) of Color Wear Activator (mixing ratio: 1:2).
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60 g / 2.05 Oz.
1000 ml / 33.81 Fl.Oz.
New bleaching powder for extra lightening. • Lightens 7 levels. • Maximum precision for incredibly uniform results, thanks to the innovative TJ Complex, a system of Phytomolecules which forms a perfectly even net surrounding the hair shaft. • Maximum flexibility: versatile mixing ratio from 1:1 to 1:3. • Maximum cosmetic result: the creatine reconstructs the hair’s structure from the inside. • Maximum comfort: dust-free formula and creamy texture. • This special blue formula neutralizes unwanted brassy tones. How to use: mix 2 measures of Supermeches+ (equal to 1.76 Oz.) with Oxid’o ALFAPARF Milano Peroxide. Mixing ratio from 1:1 to 1:3 depending on the bleaching technique chosen. Apply the bleaching mixture on dry, unwashed hair.
Services - Mèches
Equipment Supermeches+
Leave in Time: until you reach the bleaching effect wanted (max 50’).
Can of 400 g / 14.1 Oz. - Box 12 pcs. of 50 g / 1.76 Oz.
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Services - Mèches
Surf Mèches - Step by step 1 Comb respecting the hair’s natural parting.
2
Starting from the top of the head, use a brush to apply a generous amount of Rigen Cream Salone distributing it over the shaft, following the direction of the hair without reaching the ends.
RIGEN CREAM SALONE Acid (pH 3.5) nourishing cream that treats and intensely moisturizes the hair shaft.
7 Apply the mixture to cover the whole shaft (including ends) on the surface of the head only.
8 Leave as long as necessary to achieve the lightness desired (20-40 minutes).
3 Continue application over the top section.
4
Use the end of the comb to make vertical lines, following the hair’s natural parting, remove the cream applied previously.
5 Continue over whole head.
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6 Prepare the mixture of Supermeches+ and Oxid’o 30 vol. bleach diluted with a 1:1.5 ratio.
9 Rinse well.
10 If necessary, tone with Color Wear.
11 Final result.
1 Before.
7 Leave on as long as necessary to achieve the desired lightness.
2 Prepare the hair by spraying a generous amount of S4U hairspray on to the hair, using a comb to lift the roots.
8 Wash and tone with Color Wear if required.
3 Back-comb the front part.
9 Style.
Services - Mèches
Summer Mèches - Step by step
4 Use the hairdryer to lift the hair higher.
5
Mix Super Meches+ with Oxid’o 40 vol. with a 1:1 ratio, place a generous amount of the mixture on a highlighting paper.
6 Rub the paper without pressing on the raised ends of the hair, spreading the product over the ends only.
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Services - Mèches
Flashback Mèches - Step by step 1 Before.
2 Use the special applicator Midi Look to mix Color Wear 5.1 diluted with a 1:1 ratio.
MIDI LOOK
innovative technical tool specifically studied for mèches services. Thanks to its very small hole, it helps creating precise and definite highlights for a perfect natural effect on men’s hair.
3
Perform a diagnosis to identify the area with the greatest concentration of white hairs. Start from the underneath and, with the aid of a comb, divide the section, identifying the sections to be colored and slide the applicator down the hair shaft.
4
Continue over the whole area to be colored. NOTE: A) not to get too close to the hairline; B) not to press too hard on the applicator.
5 Leave for 15 minutes then wash and style.
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1 Before.
7 Create another circle on top of the first.
2 Prepare the bleach powder mixture with a 1:1.5 dilution.
8 Continue as described in step 5, creating sections.
3 Pour the mixture into the special Midi Look applicator.
9 Release the last sector.
4 Isolate a circle at the top of the head.
10 Continue as for the previous section.
5 Start drawing the locks starting with ½ cm (1,27 inch.) from the root to the ends, pressing lightly on the applicator.
11 Once the desired lightness has been achieved, rinse well. Tone if necessary.
6 Continue in the same way for the whole section.
12 Style.
Services - Mèches
Illuminate Mèches - Step by step
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Services – Straightening
Long Lasting Control A semi-permanent straightening service for lasting control over the hair and simpler definition of the style.
The products to perform the service Hydra Texture Straighten - Relaxing Cream Cream for smoothing, straightening or reducing curl volume. The Natural Micro-Sponges contained in the innovative formula, are able to retain water within the hair, guarenteeing the entire service.
Neutralizer Stabilizes the hair’s form after a straighten service, leaving it beautyfully conditioned and shining.
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300 g /10.58 Fl. Oz.
1000 ml / 33.81 Fl. Oz.
1 Before.
7 Rinse.
2 Detangle hair and arrange according to the result desired.
8 Style.
3 Place 100 g of HYDRA TEXTURE Straighten in a basin.
Services – Straightening
Long Lasting Control - Step by step
4 Start applying from the back part of the head. Do not apply the product to the roots.
5 Continue all over the head, working the sections with the hands to spread the product all over the hair.
6 Leave in place 20/30 mins. Rinse well and apply HYDRA TEXTURE Neutralizer. Leave in place 5 mins.
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Services - Care
Energetic service Vitality, energy and strength for hair and scalp. • Fast and pleasant professional service dedicated to those men who need a twist of energy for their hair and scalp. • Service time: 10 min. (Energetic Shampoo + Energetic Conditioner + Energetic Tonic + energizing massage).
The products to perform the service Uomo Energetic Shampoo It cleans the hair and the scalp while adding a twist of energy. Fresh effect. Ideal for daily use.
Energetic Shampoo Silver - Reflexing Shampoo It removes yellow reflections from gray hair creating bright silver reflections. It cleanses the hair and the scalp while adding a twist of energy. Fresh effect. Use: leave in for 3-5 minutes and rinse. Target: men who want to keep gray hair without coloring. Suggested use between two color services to maintain and maximize the natural effect.
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200 ml / 6.76 Fl. Oz.
200 ml / 6.76 Fl. Oz.
Conditioning cream that enhances hair softness while reinforcing the hair fiber. It soothes the scalp with a fresh effect.
Energetic Tonic* Leave-in Tonic. It provides both hair and scalp with tone. It amplifies hair texture and helps stimulate micro-circulation. Fresh effect. Use: apply on wet or dry hair directly to the scalp and massage. Don’t rinse.
Services - Care
Energetic Conditioner
ENERGIZING TECHNOLOGICAL INNOVATION Atomized Sea Water: Energy and vitality for hair and scalp.
125 ml / 4.22 Fl. Oz.
200 ml / 6.76 Fl. Oz.
ATOMIZED SEA WATER
* It can be used many times during the day on every occasion, not necessarily after shampoo or conditioner application.
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Services - Care
Energetic Service - Step by step 1 Wash hair with Energetic Shampoo. Dry hair eliminating excess water with a hairdryer.
7 Comb through using alternate hands over the whole head, moving around the chair.
2 Apply Energetic Tonic to the scalp, using linear movements starting from the forehead and working towards the nape.
8 Perform a sub-rotation, starting from the sides and working towards the middle of the head.
3 Comb through using alternate hands over the whole head, moving around the chair.
4
Comb through with both hands, forming large circles (one hand clockwise, the other anticlockwise) to stimulate the circulation and energize the scalp, moving around the chair.
5
Massage by running the hands through the hair to create small circular movements, starting from the sides and moving towards the middle of the head.
6 Tap lightly with the fingertips, starting from the sides and working towards the middle of the head.
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Sebo-balancing massage for oily hair.
The products to perform the service Active hair power Balance Shampoo - Helps to control greasy hair
Services - Care
Balance Scalp Massage
Eliminates excess sebum thanks to the Balance Complex, a special complex of Aminoacids and Vitamins. The Vitamin Nanospheres rebalance the hair’s condition, while the Extract of Seaweed restores the scalp to an optimal pH value. It leaves hair wightless. Visible results from the very first application. How to use: Apply to damp hair, massage and rinse. Repeat application. Then apply Balance Lotion.
Balance Lotion - Helps to control greasy hair It normalizes the activity of the sebaceous glands thanks to the Balance Complex, a special complex of Aminoacids and Vitamins. The Vitamin Nanospheres rebalance the hair’s condition, while the Extract of Liquorice gives comfort to the scalp. How to use: After Balance Shampoo, distribute on the skin in sections. Massage using circular movements. Do not rinse. The product may cause temporary reddening of the treated area.
250 ml / 8.45 Fl. Oz. 1000 ml / 33.81 Fl. Oz.
6 vials of 10 ml / 0.33 Fl. Oz.
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Services - Care
Balance Scalp Massage - Step by step
› Washing Phase - To be performed at the shampoo basin 1
Wash the hair with BALANCE SHAMPOO. Repeat and leave for 2 minutes (and, if appropriate, apply mask/balm). Rinse thoroughly (using cool water for final rinse).
› Relaxation Phase - To be carried out at the chair 2 Blow-dry the hair briefly to remove excess water. 3 Loosen up the customer’s shoulders with oscillating movements.
4 Exert traction with the thumbs on the trapezium, working from the shoulders towards the centre (repeat 3 times).
5
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Work on the neck/cervical area with palperullè movements from the centre towards the left and from the centre towards the right (repeat 3 times).
6 With the knuckles massage the neck/ cervical area, working upwards and towards the centre.
7 With light, open-handed movements stroke the whole head, first upwards and then in the opposite direction.
8 Conclude by gently massaging the ears.
10 After the Relaxation phase, apply BALANCE LOTION to the scalp, massaging gently to aid penetration.
› Draining Phase - To be carried out at the chair 11 Begin by draining the Terminus by applying slight pressure.
15 Drainage of the occiput/trapezium.
12 Drainage of neck at the points indicated in the picture.
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13
Work on the anterior auricular ganglions: support the head with the left hand and with the right hand perform the drainage by applying slight pressure on the right side of the face. Repeat on other side.
14 Repeat the drainage of the neck.
Services - Care
9 Finish the massage by pulling lightly on the hair
Continue with the drainage of the neck: with the left hand on the left side of the head use the right hand to perform wave type movements in the area of the posterior auricular lymph nodes.
17 Repeat drainage of the occiput.
18 Conclude with the drainage of the Terminus.
• The function of drainage is to improve return circulation, especially that of the lymphatic system, which is responsible for eliminating macro-toxins. Where there is sebum drainage must be carried out without stimulating the sebaceous gland, which already has the enormous task of eliminating toxins,throughout the whole area, thus obtaining also a soothing/calming action.
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Services - Care
Purify Scalp Massage Peeling massage for hair with dandruff
The products to perform the service Active hair power Purify Shampoo - Antidandruff It removes dandruff thanks to the action of Zinc Pytithione. Menthol soothes redness and itching, while the Vitamin Nanospheres rebalance the hair’s condition. Visible results from the very first application. How to use: Apply to damp hair, massage and rinse. Repeat application. Then apply Purify Serum.
Purify Serum - Antidandruff It retards dandruff reappearance thanks to Piroctone Olamine. Menthol soothes redness and itching, while the Vitamin Nanospheres rebalance the hair’s condition. How to use: After Purify Shampoo, distribute on the skin in sections. Massage using circular movements. Do not rinse.
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250 ml / 8.45 Fl. Oz. 1000 ml / 33.81 Fl. Oz.
6 vials of 10 ml / 0.33 Fl. Oz.
› Washing Phase - To Be Performed At The Shampoo Basin 1
Wet the hair and apply PURIFY SHAMPOO, perform a brief classic massage to emulsify the product. Continue to massage with the fingertips in circular movements, working from the centre of the head towards the auricular ganglions and from the centre of the head towards the occipital ganglions.
2
End the massage phase, rinse and re- apply shampoo, emulsifying energetically to completely remove the dandruff. Leave for 2 minutes, rinse (and, if appropriate, apply mask/ balm). Rinse thoroughly (using cool water for final rinse).
Services - Care
Purify Scalp Massage - Step by step
• The massage applied to the shampoo has a peeling function that helps to remove excess dandruff on the scalp, while at the same time performing a draining/soothing action. Additionally, it reduces the itching that frequently accompanies this anomaly.
› Relaxation Phase - To be carried out at the chair 3 Blow-dry the hair briefly to remove excess water. 4 Loosen up the customer’s shoulders with oscillating movements.
5 Exert traction with the thumbs on the trapezium, working from the shoulders towards the centre (repeat 3 times).
6
Work on the neck/cervical area with palperullè movements from the centre towards the left and from the centre towards the right (repeat 3 times).
7 With the knuckles massage the neck/ cervical area, working upwards and towards the centre.
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Services - Care 24
8 With light, open-handed movements stroke the whole head, first upwards and then in the opposite direction.
10 Finish the massage by pulling lightly on the hair.
9 Conclude by gently massaging the ears.
11 After the Relaxation massage apply PURIFY SERUM to the scalp, massaging gently to aid penetration.
Anti hair loss revitalising massage
The products to perform the service Active hair power Energy Shampoo - Helps to Reduce the Risk of Hair Loss
Services - Care
Energy Scalp Massage
Rebalance the hair’s condition thanks to the Vitamin Nanospheres and stimulate root metabolism with the action of the exclusive Energy Complex. Fruit AHAS perform a gentle peeling action on the scalp, free the hair follicle from dead cells, allowing them to breathe and prepare the scalp for intensive treatments with Energy Concentrate. The Oligoelements nourish and replenish the hair shaft. How to use: Apply to damp hair, massage and rinse. Repeat application. Then apply Energy Concentrate.
Energy Concentrate Men - Helps to Reduce the Risk of Hair Loss Rebalance the hair’s condition thanks to the Vitamin Nanospheres. Stimulate root metabolism with the action of the exclusive Energy Complex, which helps to prevent hair loss and helps to combat hair follicle atrophy, activating hair growth. Makes the hair stronger and more resistant. It contains Serenoa Repens, a special active which helps to inhibit the enzyme 5-Alfa Reductase, responsible for hair loss in men. Menthol gives an instant refreshing action. How to use: After Energy Shampoo, distribute on the skin in sections. Massage using circular movements. Do not rinse.
250 ml / 8.45 Fl. Oz. 1000 ml / 33. 81 Fl. Oz.
6 vials of 10 ml / 0.33 Fl. Oz.
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Services - Care
Energy Scalp Massage - Step by step
› Washing Phase - To be performed at the shampoo basin 1
Wash the hair with ENERGY SHAMPOO. Repeat and leave for 2 minutes (and, if appropriate, apply mask/balm). Rinse thoroughly (using cool water for final rinse).
2
Wrap a warm, wet towel around the head. Restore the sensation of warmth with the shower spray and leave for five minutes.
• The sponge-pack performs a reoxygenising action as the heat dilates the blood vessels and the pores, preparing the skin for the special treatment.
› Relaxation Phase - To be carried out at the chair 3 Blow-dry the hair briefly to remove excess water. 4 Loosen up the customer’s shoulders with oscillating movements.
5 Exert traction with the thumbs on the trapezium, working from the shoulders towards the centre (repeat 3 times).
6
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Work on the neck /cervical area with palperullè movements from the centre towards the left and from the centre towards the right (repeat 3 times).
7 With the knuckles massage the neck/ cervical area, working upwards and towards the centre.
8 With light, open-handed movements stroke the whole head, first upwards and then in the opposite direction.
9 Conclude by gently massaging the ears.
11
After the Relaxation phase, apply ENERGY CONCENTRATE (men) to the scalp massaging gently to aid penetration.
› Fase Energy - To be carried out at the chair 12
Hold the head still with the left hand resting on the left side, and with the right hand apply slight pressure with the fingertips while drawing small semicircles over the entire right side (repeat on left side).
Services - Care
10 Finish the massage by pulling lightly on the hair.
13 Conclude with friction massages on the sides of the head.
14 Finish the massage by pulling lightly on the hair.
• This massage is useful for reactivating the blood circulation. By increasing oxygen it stimulates the production of ATP in the Mitochondria and enables the cells to increase and improve their work.
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